Awareness stimulates demand as tees go green

With sustainability and ecofriendliness catching up, numerous consumers are now opting for organic clothing by choice. Demand is increasing little by little, and brands are slowly and steadily making inroads in shop shelves.

‘Going Green’ is the buzz word across the globe from cars to clothes, and there is a sudden realisation about the need for being ecofriendly .It’s all about reducing carbon footprint, adapting sustainable production practices and organic food and clothing to save the earth. And India is not left behind. Unfortunately, despite being the largest organic cotton producing country, the level of awareness is still at a nascent stage. However, consumers are gradually shifting towards responsible, organic clothing.

Awareness leads to rise in demand

Organic is still niche in India, however, many consumers are now asking for organic products despite the high price tag compared to regular products. Demand is on the rise in Tier I, II cities. Many upwardly mobile parents are now insisting on organic clothing for their little. So the demand and consumption has seen a boost especially in the kids’ category followed by men and women’s wear.

As Shishir Goenka, Founder, Do U Speak Green? says, “The market is growing at about 60 percent every year. Indian consumers understand the concept of organic T-shirts but they need to be educated more about the material and its advantage. They are willing to pay extra once they understand the importance of using organic clothing. While it is difficult to manage the entire portfolio on the strength of organics but we need to take risk,” he adds.

Reiterating similar views, Hina Palkar, Founder & Director, I Wear Me Fashions, says, “The concept of organic is widely accepted by international consumers today. However, it will still take a lot of time and effort to educate consumers in India about its benefits. There was a time when everybody got hooked on to organic food and they continue to do so because food is something that directly affects your system. Consumers have to be educated about the entire chain and its impact on the environment to be able to gain acceptance.”

Organic, a growing market in India

The concept of organic clothing is yet to fully take off in India. It is early days for organic clothing in India. The concept has been around for five to six years now but hasn’t really caught the attention of consumers. “This is primarily because there are very few brands, who offer organic clothing brand and most of them operate on a small scale, which often limits the brand’s reach,” avers Palkar, citing reasons behind low demand.

“Organic T-shirts are doing phenomenally well,” opines Niharika Verma, Director, Bonorganik, a brand that is doing well in India as well as abroad in the kids’ category, adding, “Though as a brand, we have offerings in both organic and non-organic category, we have observed the market growing primarily due to increased sensitivity towards environment.”

In the last few years, players are witnessing growing acceptance for organic clothing and the market now looks positive in doing business in this category. In today’s date it is extremely difficult to compete against conventional offerings. There are a lot of varieties in the market which cannot be produced organically. And hence, one needs to completely keep innovating on new materials that are sustainable and ethically procured.

“Honestly Indian consumer is ready to give it a try but still not ready for a 100 per cent organic wardrobe. When we started we were doing only organic clothing however after few months we realized that in order to cater to the masses, we will have to offer and include non-organic clothing as well,” explains Verma.

The future is bright feel stakeholders unanimously with a lot of participation from consumers and other existing players. Sooner or later other Indian brands will join the organic revolution and go eco-friendly and sustainable.